Microsoft opens up all mobile app inventory to global ad exchange
Microsoft has opened up all its mobile app inventory to its global ad exchange, letting advertisers bid for mobile advertising in real time via a single marketplace.
Advertisers will be able to buy Windows mobile app inventory programmatically for the first time via the Microsoft Ad Exchange (MAX), with mobile browser inventory to be made available from October.
The move forms the latest part in Microsoft’s ongoing programmatic strategy, the latest iteration of which saw it launch a programmatic video ad network.
Microsoft’s head of Microsoft Advertising Exchange EMEA, Simon Helstead, told The Drum the move marks a “great step forward” Read full story ›
Source: The Drum
